Aplanningdirectoroftheconfession1,thetextplanningandplanningaretwodifferentthings.Plannersneedtobettercontrolthetext,butyourwritingisgoodisnotnecessarilyagoodplan.Hiddenbehindthebeautifulwords,ideasandstrategies,thisistheessenceofplanning.Istheso-called“laytowatch,whenIplantoshowtoothers,peopletendtopraisemywords-Yourwritingisgood!ThistimeIwillbestunned,asaplannertogetsuchpraise,IthinkthatboastwrongobjectIdonotneedpraisemywritinghowgooditisonlygrantedtothepraiseofwritersIfyouareplanningisthelackofaccuratecut-pointandcreativityshine,thenyoucanonlyfittobeawriterIfyoudosomecreativehelp,doingthepromotionalprogramofactivities,dosomesimpleadvertisingcopytheseIthinkthatatbestcanonlybeacopyorsecretarialCopyisnotplanning,notplanning2,planningnoteveryonecandoIwasverysurprisedNow,manypeoplesimplyputtheplanningofthewordhanginginthemouthAsiftheplanningisaverygloriousthingIbelievethatplanningmustbeagloriousthingButthewordsnoonecan1mentionDoyouthinkthisisatragedy?Youunderstandthenatureoftheplanning?Understandtheessenceofmarketing?Understandtherelationshipbetweenstrategyandtactics?DoyouthinkoftenofwhatIMC/USP/4P/4C/DNA/corevalueof/willbedoingthePorterSWOTanalysismodelwithBCG,MINKSYthe7Smodelisplanning?Inmyopinionyoucanlearnotherpeople’stheoriesButmoreimportantly,youwanttobeabletobecometheirownthingisnotbluffingthingPlannersnotonlyrequiresalotofreadingandthinking,theaccumulationofYour“creativepackages”tobeabletomoreandmoreIfyoulacktheaccumulationofthehumanities,history,geography,etc.ThenyourmindwillalwaysbeexhaustedPlannersdonotalwaysfocusonthelookprofessionalbooksNeedabroadandotherbooks,includingtourism,filmandculturalactivitiesPlanningtolearnnotjustbooksPlayingcanalsobe,canalsoboastPlanninginthecompanyoccupiestheleadingpositionIfyouareinthecompany’sjustsuchasituation“**,Tohelpmebecreativedescription......“**,Theadcopytohelpmethink...”Ineedtotellyou,yourcharactermaybeaproblemInaddition,the2workofyourcolleaguesonyourcognitiveerrorTheyagreedthatplanningisrackingourbrainscancomeupButIthinkthatisnotthecaseYouneedtobefamiliarwithyourproductsaswellasrivalscompetingproductsUnderstandthecharacteristicsofcompetingproductsmeritsanddemeritsInordertofindthesoftunderbellyofcompetitorsEventuallyextractedfromtheanchorofyoursellingpointorstrategyThesearepragmaticinthisworkunderInordertoextractthefiercerhetoric,andthepictureofastrongvisualimpactDonotwalkinthepaceofyourworkbehindtheothersEachprojectfromthebeginningYoumustdefineYourjobisnevertobepilotProductconcepts,rhetoric,images,features,sellingpoints,communicationstrategy,youmustbeabeginningsetup4,liftedtheswordinyourhandsPlanningtobelikeatiger,tobefierce,toberuthlessPlanninglikeswordsRaiseyourswordinthehandsofAccuratetopointtoyourtargetgroupHackedyouropponentMarketcutoffThisistheplanningofthesword!5,thecreativityisnotdoneovernightYouhavetobelieveCreativityisnotthereAlthoughtheoccasionalsparkleofinspirationButtheinspirationtostandthetestoftimeis3thefinalconceptThistime,yourcreativityisoftenrelatedwithyourheritageTherearethreestepsthebirthofthecreativea,lastnightwesterlywitheredBishu,thetoweralone,WangJinWanderingRoad.b,pinewideenddoesnotregret,toeliminatetheIraqipeoplewereemaciated.PeoplefindhimthousandsofBaidu,backsuddenlyseethemaninthedimlight.Ihaveoften,inmanycasestocapturetheinspirationofcreativeShoppingwhen/toilet/walk/beforegoingtobedRe...